Naturally, we wanted to pick his brain for our own newsletter, ETF Marketing Memo.
Sean is Executive Editor at The Daily Upside and an award-winning journalist with over 15 years of experience covering all aspects of the financial services industry. We asked him about the future of the ETF industry and financial media as a component of investor education. Sean’s answers are full of can’t-miss insights for ETF issuers who want to understand the playing field and stand out in their efforts to grow.
You’ve covered the ETF space for years. From your vantage point, what are the biggest trends shaping the future of the ETF industry, and how do you see investor behavior evolving in response?
The industry is literally moving faster than ever. We’re seeing a decisive shift toward active ETFs, with investors increasingly open to paying for differentiated strategies. Average ETF fees are actually increasing, and that’s led to massive evolution in thematic funds that are less about chasing trends, more about expressing macro views. Meanwhile, investors are becoming far more tactical, using ETFs to adjust exposures in real time rather than just buying and holding. The rise of ETF model portfolios is also quietly reshaping how all of those strategies work together to steer assets into our space.
Financial media plays a key role in shaping perceptions around ETFs and investing strategies. How do you see platforms like ETF Upside contributing to investor education and cutting through the noise?
What platforms like ETF Upside do well is cut through the marketing noise. They go beyond headlines, press releases and performance tables to explain why an ETF matters, who they’re for, and where it fits in a portfolio. In a landscape flooded with product launches and hype, clarity and context are what truly educate advisors. For me, that’s the real value of financial media today.
You likely receive a steady stream of pitches from issuers and their PR teams. What makes a pitch stand out to you and feel worthy of coverage in your ETF-focused reporting?
I get dozens of ETF-related pitches daily, and what stands out are stories with real implications for investors or the industry. That might be a new investment thesis, a structural innovation, or even a counter-narrative to what’s trending. We’re always thinking about how we can help and educate investors and advisors. A good pitch is clear, concise, and honest, and doesn’t try to oversell. I’m much more likely to follow up on a pitch if it frames the product within a larger market trend or investor need. Show us why it matters.
What under-the-radar stories or developments in the ETF space do you think deserve more attention from the industry and investors alike?
So-called 351 exchanges are going to get a lot more attention. The strategy is somewhat new, and there are a handful of ETF issuers and RIAs that are focusing on seeding new funds with assets from separately managed accounts or big stock positions with untaxed gains. It’s the latest example of how some of the smartest folks in our industry are helping clients bring down their tax bills. But, it’s also starting to attract attention from Congress, with at least one lawmaker proposing a bill to limit them.
Given your unique position observing both financial media and ETF marketing, what advice would you offer to marketing teams looking to better engage financial advisors and retail investors in today’s competitive ETF landscape?
Lead with education, not just marketing. Advisors and investors want clarity: what does this ETF do, and why should they care? Be transparent, tell a compelling story. No one needs another sales pitch. The ETF issuers who win long-term are the ones who consistently are looking out for the investors.
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